Research on the Positioning and Development Strategy of Archaeopteryx Brand in Chinese Market
Year: 2024
Type: article
Abstract: As people focus more and more on health, outdoor activities are becoming more and more popular, and Arc’teryx, as a leading brand in outdoor activities, has received a lot of attention recently, this paper adopts the literature review and case law method around Arc’teryx’s itself, and researches on Arc’teryx’s market strategy, technological innovation, market adaption, market competitiveness, etc., one by one, and this thesis has certain reference value for the positioning and strategy of Arc’teryx as well as other outdoor brands in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management, and digital application. This thesis has certain reference value for Arc’teryx and other outdoor brands’ positioning and strategy in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management and digital application. It also points out that the brand recognition and product line concentration in Arc’teryx’s high-end market are relatively low, and the future should further explore the regional market performance, changes in consumer behavior and the application of virtual technology.
Author: Yibiao Yuan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4403371908